Purpose – To establish the best approaches that companies operating within a cyclical economic environment should adopt when marketing their products. Design/methodology/approach – A structural equation modelling procedure is applied to the examination of the influences on corporate...

Purpose – To investigate how supply‐chain partners can achieve collaboration under varying circumstances (transactional types) by developing trust‐based social foundations and by utilizing electronically mediated exchange. Design/methodology/approach – A conceptual framework illustrates...

Purpose – This study aims to test both customer and supplier performance benefits associated with closer relational exchanges in light of both resource and technological environmental contingencies. Design/methodology/approach – The research involved a survey of 1,170 managers in the pulp...

Purpose – In the years since Saxe and Weitz developed a scale to measure the selling orientation and customer orientation (SOCO) of a salesperson, research findings on the effect of SOCO on salesperson job performance have shown mixed results. This article aims to synthesize the findings from...

Purpose – The purpose of this paper is, first, to provide a comprehensive discussion about entrepreneur opportunism's antecedents (uncertainty, information asymmetry, asset specificity and relational exchange) and consequences (transaction cost, trust, commitment, performance, and cooperation)...

Purpose – This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch impacts on business‐to‐business branding concepts and practice. Design/methodology/approach – Vargo and Lusch argue that service interaction comes from goods‐in‐use...

Purpose – This paper aims to investigate the trend and/or paradigm shift to relationship marketing as a dominant framework that has shaped the way in which relationships are understood, and also to consider how the understanding of relationships can be improved. Design/methodology/approach –...

Purpose – This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the...

Purpose – The objective of the Contemporary Marketing Practices (CMP) research program is to develop an understanding of how firms relate to their markets in a manner that integrates both traditional and more modern views of marketing, and incorporates an understanding of both the antecedents...

Purpose – This paper aims to advance interfirm relationship (IR) research by applying a theoretically based typology in IR settings and empirically investigating the association of information technology (IT) and relational reciprocity with IR types. Design/methodology/approach – This study...